B2B Marketing is at a stage that requires renewed innovation , companies struggle to break into dark socials relying on notoriety in the case of referrals and SEO, when the actual room for ingenuity in product development is vast and void requiring filling, thus companies get excluded from innovative breakthroughs they should be pioneering . There is a solution to the lack of conversion as forums and conferences put key stakeholders in contact to address specific needs at a high level but for SME’s looking to engage with vangaurd companies there’s a long road ahead hence this article will be about breaking down the b2b marketing funnel so that the right ideas reach the right stakeholders .
TOFU:Awareness
Building broad brand recognition requires you to be aggressive and active . Engaging through necessary marketing avenues such as ; forums/conferences , informercials , content and social media platforms , puts you in better visibility . Cold calling is still a very effective method of enquiry that avails alot of opportunity for high convergence campaigns . The content has to address your niche and relay correct intent and proficiency .
A necessary attitude within this 3rd quarter of b2b marketing at tofu level is to be as a door to door salesman , you have the vantage to knock on every door until the right one opens , fortunately you can knock on doors and windows since buyers use roughly ten different& authenticating channels to assess prospective business partners and their viability so you have to be consistent across all these channels .
MOFU: Consideration
Considerations made by prospects you’ve solicited in the awareness campaigns must now be guided through a comprehensive service proposition, this can be done by : sharing detailed case studies, product webinars, comparison guides, and expert video testimonials. Prospects need the adequate prompts to feel like this is necessary and timely for them ,it becomes important then to use adequate copies and resonating emotive language as well is industry insights . Shifting from bringing awareness to guiding considerations will convert cold leads into engaged and interested clientele thus requiring you to distinguish yourself from the pack so you gain the prospects decision and conversion .
BOFU : decision and conversion
work at the bottom of funnel is very hands on where client journeys are handled by hands on personnel that are already interested in what you have to sell and are primed to buy . Thus the ode is on you to make it a simple and fast transaction ,removing case specific hurdles and streamlining the onboarding process so you gain the trust and recognition of client leading to a sustained and reliable relationship. Relaying relevant data such as ROI calculators ,transparent pricing and social proofs grants comfort in the final decision clients make .
Closing perspective
Although the modern work force increasingly includes automated services and AI there is all the more room for on the ground breakthroughs that vitalise the economy and deliver innovative service and product development . Although your business proposals may be geared towards addressing 10 stakeholders of a company, standing in various departments of the company, requiring you to resonate to the PR , finance , internal marketing and executive departments simultaneously there is joy in knowing that you’re product preposition is wholistic and that by following the marketing funnel you’ve already covered all concerns and reservations they may have .
